U.S. clients unmoved by ICA's pitch
Article Abstract:
The Institute of Canadian Advertising (ICA) has decided that it will stop its direct mail campaign geared towards getting American businesses to engage the services of Canadian advertising agencies. Previously, the ICA conducted two direct mail campaigns in the fall of 1997 and 1998 and corresponding campaigns in 'Advertising Age.' ICA Pres Rupert Brendon said the organization found out that US clients were reluctant to enlist the expertise of advertising agencies outside US borders even if there was high regard for Canadian advertising agencies.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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More than just a doughnut shop
Article Abstract:
Fastfood chain Tim Hortons started the 1990s with an annual ad budget of C$3 million and a marketing style that focused on other product such as bagels and sandwhich to distinguish itself as more than just a doughnut shop. In the late 1990s, the company shifted to "feel-good" advertising and strengthened its brand identity. Tim Hortons spent C$21 million on advertising in 1999 and currently accounts for 13.1% of quick-service sales in Canada.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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Roots takes its style to the skies
Article Abstract:
RootsAir, the new Canadian airline joint venture between retailer Roots Canada and charter carrier Skyservice Airlines, is targeting discerning business travelers. The brand and strategy for business-class airline will be handled by Ove Design and Communications of Toronto, Ontario. RootsAir will start flying between major Canadian cits and to some US cities in Nov 2000. Roots Canada owns 20% of the new airline.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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